How do online campaigns work?
There are about 2-3 types of campaigns. One is where a brand has an offline event and wants to create buzz online. Another way to go about it is following your competitors. If one site announces a sale for Mother’s Day, you will see others following suit. A campaign is a sustained effort, not a one-time event. You start by first releasing a teaser of sorts. Then the campaign comes out. But it doesn’t end there. It is necessary to create a feedback loop where you find a way to interact with the user with a contest or special offer.
How can one make it go viral?
There is no sure shot formula but there are a few basic principles. First is content, you have to create something that you’d want to use yourself. Second is timing. For eg, if you were doing something for Friendship Day, it has to come out that week. And lastly, you need to choose the right platform. You can’t create video content for Twitter or a text campaign for YouTube.
Which are the popular platforms?
The most popular mediums are Facebook, Twitter and YouTube. But with brands aiming to capture young people’s attention, campaigns on Instagram are also gaining popularity.
The story was originally published on by me on Bangalore Mirror.